All Integrations

Marketing automation

Marketo

  • Automates batch and real-time triggered mobile and email account-based marketing campaigns

  • Segments customers and targets mobile and web messages to lists based on product interest, past purchased, buying intent, and past engagement 

  • Supports personalized email campaign creation and A/B testing so teams can target communications to automatically updated segments

  • Provides account-based marketing so teams can track targeting, management, cross-channel engagement, and revenue-based analytics in one place

  • Includes web page builder, forms, content “gating” functionality, and other standard marketing automation features in addition to email

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Segment makes it easy to set up Marketo

How Marketo works

The marketing automation features that Marketo offers rely on two main data sources. The first is Salesforce activity and fields, so you can coordinate emails with sales team activity. That means that in order to get accurate sales data into Marketo, you have to create a tight integration with your implementation of Salesforce. This takes a lot of time (and patience) and many companies typically hire outside Salesforce/Marketo consultants and experts to do this instrumentation for them.

The second data source that needs to be passing data into Marketo in real or near real time is the actions leads take, or don’t take, on your website. You can collect this website activity by installing a Marketo Javascript library on your site. You’ll also need to fire relevant event data when people take important actions on your site, in real time. This means you’ll need to establish an ETL pipeline some other method of continuous data upload into Marketo from your site(s).

There’s a third optional data source that might be valuable if your business collects leads offline or in various systems that need to be pulled together. That’s the ability to load leads and details about those leads into Marketo via its API. Enabling this functionality takes quite a bit more work. You’ll need to plan the right data, learn the Marketo API, and load the data on a regular basis, either through a chron job or ETL pipeline you’ve built.

Allows drag and drop workflow and segmentation buildout to create lists and flows based on product interest, past purchased, buying intent, and past engagements
Allows drag and drop workflow and segmentation buildout to create lists and flows based on product interest, past purchased, buying intent, and past engagements
Includes web page builder, forms, content “gating” functionality, and other standard marketing automation features in addition to email
Includes web page builder, forms, content “gating” functionality, and other standard marketing automation features in addition to email
Choose from extensive selection of templates or active user community for contract work and Marketo-specialized skillset
Choose from extensive selection of templates or active user community for contract work and Marketo-specialized skillset

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Get more out of Marketo with Segment

When you use the Marketo integration on Segment your customer data gets passed through to Marketo, in real time, with very little additional configuration. The Marketo Javascript library is loaded in the background on any page where Segment is already being loaded and it receives page and event data straight from Segment without any coding required on your end. When you identify a lead to Segment from any data source where the Marketo integration is enabled, that information is also re-formatted and sent along to Marketo in the format it expects.  The sync between Marketo and Salesforce is not affected by using the Segment integration.

Try Segment

Segment makes it easy to set up Marketo

Getting Started with Segment

Segment is the infrastructure for your customer data. Use one API to unlock 200+ tools for every team in your company. With Segment, developers can stop building tedious and expensive one-off data integrations while business users can get straight to work, turning on their favorite apps right from the Segment dashboard.